The classic Nokia 2660 flip phone has been reimagined and re-released in two new colours – pop pink and lush green – in response to surging interest in ‘dumbphones’ from Gen Z and Millennials who want to limit screen time for their mental wellbeing.
HMD Global, the maker of Nokia phones, reports its flip phone market share doubled year-on-year from 2021 to 2022, and expects further growth in 2023.
According to research from HMD Global, more than four in 10 (42%) Australians have done a digital detox for an average of 26 days at a time, while over half (56%) would also consider doing a digital detox in the future.
Close to one-third (31%) of Australians are planning to refrain from their devices because they feel that doom scrolling is having a negative impact on their mental health, the pressure of being in constant contact is too much (29%) and constant emails and messages makes them feel anxious (24%). One in five (21%) say they are less sociable and feel like they are losing themselves online (20%). However, 20% admit they couldn’t do a detox because they can’t live without their devices.
HMD Global chief marketing officer, Lars Silberbauer said, “There’s been a surge of interest in flip phones, and we believe that the interest is coming from a need to take a break from the constant flow of incoming digital notifications, social media posts and more.
“People want more simplicity, more face-to-face time, more time to think, and time to have an uninterrupted conversation. That’s why we are re-introducing the Nokia 2660 Flip, to give people these important life moments back.”
HMD Global country manager for Australia, New Zealand and the Pacific Islands, Brenden Folitarik added, “The connection Australians have with the iconic Nokia flip phones of the late 1990s and early 2000s carry a lot of nostalgia for Australian consumers and especially Millennials who might have had one back in the day. We’re proud to be reinventing these phones to support the resurgence among young Australians to help them connect more meaningfully with one another.”
The original Nokia 2660 Flip launched in 2007, and the first ever Nokia Flip phone launched in 1998.
The all-new Nokia 2660 Flip pop pink and lush green will be available in Australia from late June/early July.